Web advertising based on time?

C|Net is running an interesting story on a web advertising experiment that replaces the impression and click-through metric with a more established variable: time.
Called "surround sessions," the new format lets advertisers target readers exclusively for the duration of a Web site visit. For example, a reader would see a series of related advertisements on each page he or she visits, starting by introducing a company and ending with an invitation to visit a Web site or receive more information about a product.
While the article speaks mostly towards bigger, more established media sites like the New York Times, I have to wonder if this could trickle down to PC enthusiast sites. If it will get rid of pop-ups, I'm all for it.
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